Creating a Culture of Philanthropy Handout

Creating a Culture of Philanthropy PRESENTED BY JILL BECKWITH - CPO, EMANCIPET

ASPCA CORNELL MADDIE’S SHELTER MEDICINE CONFERENCE LEARNING OBJECTIVES At the end of this seminar, you will be able to: NOTES & DOODLES • Approach your fundraising with a defined set of 3 values • Engage all levels of your organization in fundraising • Understand the Giving Cycle   DONOR BILL OF RIGHTS

Philanthropy is based on voluntary action for the common good. It is a tradition of giving and sharing that is primary to the quality of life. To ensure that philanthropy merits the respect and trust of the general public, and that donors and prospective donors can have full confidence in the nonprofit organizations and causes they are asked to support, we declare that all donors have these rights:

I. To be informed of the organization's mission, of the way the organization intends to use donated resources, and of its capacity to use donations effectively for their intended purposes.

II. To be informed of the identity of those serving on the organization's governing board, and to expect the board to exercise prudent judgment in its stewardship responsibilities.

III. To have access to the organization's most recent financial statements.

IV. To be assured their gifts will be used for the purposes for which they were given.

V. To receive appropriate acknowledgement and recognition.

VI. To be assured that information about their donation is handled with respect and with confidentiality to the extent provided by law.

VII. To expect that all relationships with individuals representing organizations of interest to the donor will be professional in nature.

VIII. To be informed whether those seeking donations are volunteers, employees of the organization or hired solicitors.

IX. To have the opportunity for their names to be deleted from mailing lists that an organization may intend to share.

X. To feel free to ask questions when making a donation and to receive prompt, truthful and forthright answers.

WHY FUNDRAISING MATTERS NOTES & DOODLES Emancipet

Contributed Revenue Fees for Service

25%

75%

Other NPOs

Contributed Revenue Fees for Service

100% WHY BOTHER? Fundraising is not just about money in the door... NOTES & DOODLES • It’s about building an invested community of supporters for your organization.

• Giving makes people happy! (UC Berkeley Study)

• Giving empowers people. When thanked promptly and authentically, even donors giving small amounts report feeling: ○○ Empowered! They are making a difference!

○○ They are joining a community or movement.

○○ They are “paying it forward”. LESSONS WE’VE LEARNED • Statistics, Schmatistics NOTES & DOODLES ○○ You’re not cramming for a test. You’re building a relationship.

○○ Focus on the human/animal bond. People already know S/N reduces shelter intake, adopt don’t shop, etc.

• People give to People ○○ People give because they trust that you care about animals as much as they do.

○○ People give because they like you. (Stay interesting!)

• Establish a Culture of Philanthropy that is optimistic, donor-centered, and experiential.

• Select strategies that will build a broad base of support for your organization.

• Thank the S&*% out of people.

• Just start asking! EXERCISE The Donor Gets: ______The NPO Gets: ______TWO-WAY STREET TWO-WAY and the NPO! both the Donor some ways that giving benefits Let’s think of GIVING IS A IS GIVING TRANSFORMATIVE EXPERIENCES FOR DONORS We seek to create giving experiences that fundamentally change both the donor and the donor/non-profit dynamic. Personal transformation for donors often looks like movement from one way of thinking or feeling to another.

ISOLATED CONNECTED “Other people don’t care “I’ve found people who feel about animals like I do; I feel the same way about animals like a weirdo!” as me!”

HELPLESS EMPOWERED “The problem is just too big “The actions I am taking are and I’m only one person. I directly impacting the lives of don’t know where to begin!” animals.”

HOPELESS OPTIMISTIC “There is no solution. “I am part of a movement that The problem of animal is creating a more humane homelessness is just too big.” future for animals.”

PARTNER BENEFACTOR “I consider myself a part of “The let me know when they Emancipet. My opinions, time, need money.” and resources are valued and make a difference.”

NOTES & DOODLES EXERCISE Partner g Optimistic Connected Empowered g g g Reminder: Benefactor Hopeless Isolated Helpless Think back to the transformations we the transformations back to Think seek to make for our donors: What was the best part about that giving experience? What would have made it better? it made have would What experience? giving that about part best the was What Do you feel like the organization did a good job of thanking you? Did you feel like your gift/time made a difference? Think back on the biggest charitable gift you have ever made. What motivated you to give? If you have never donated to charity, think of the volunteer work you’ve done – of giving too! that’s a form ______3. 2. ______GIVING EXPERIENCE GIVING 1. YOUR OWN YOUR OPTIMISTIC MESSAGING: DO’S AND DON’TS Do: NOTES & DOODLES • Focus on the solution

• Paint a picture of what could be and inspire hope and action

• Tell the stories of individuals whose lives have or will improve as a result of the services

Don’t: • Focus on the problem

• Tell a grim, depressing story that evokes hopelessness and apathy

• Tell the stories of millions of animals suffering EXERCISE Keep it positive. guy narrative. Don’t rely on a good guy/bad Break the mold. Story telling gives us a chance to reframe traditional animal welfare narratives. to reframe traditional animal welfare narratives. Story telling gives us a chance Ask permission! People want to share their stories. People want to share their way to engage frontline staff. Collecting stories is a great 9 9 9 9 ______Write down a client success story: Write down a client success ______9 9 9 • Tips: 9 Remember: • • TELLING Your supporter. potential a to story a tell to chance a is appeal fundraising Every – tell that story with the service it offers is transforming lives daily organization have a chance! every time you STORY EXERCISE ______Rewrite the post using the Do’s of optimistic messaging: ______Here’s a Facebook post that breaks ALL the rules we just discussed: post that breaks ALL Here’s a Facebook MESSAGING Let’s take the Do’s and Don’ts of optimistic for social media. fundraising message messaging and convert them into a CREATING CREATING OPTIMISTIC DONOR-CENTERED PHILANTHROPY • Learn about the donor’s motivations for involvement NOTES & DOODLES and speak to what moves them.

• Explain the impact of their particular gift and maintain the relationship between gifts.

• Thank them without condition.

• Go beyond a tax receipt! Steward their gift in a way that feels personal.

...we usually get a form thank you letter…(your) letter arrived with a What a wonderful handwritten note Thank You letter I of appreciation! received recently from your organization… well written, informative, enlightening and heartfelt!

We know that our donations are put to good use for the animals This was the first and that they are time I received a appreciated! personal phone call from a non-profit I donated to... EXPERIENTIAL GIVING Try and move from transactional to relational; make what NOTES & DOODLES they “get in return” a feeling, not a thing.

Make the giving experience more personal and less automated whenever you have a chance.

Find opportunities for supporters to connect to your mission: • Events

• Tours

• Personal update by phone

• Meeting with program staff

• Volunteer service days

• Communications highlighting a client story

• Engage them in fundraising INTEGRATING FUNDRAISING INTO THE WHOLE ORGANIZATION Tips for avoiding an Us (fundraising team) vs. Them NOTES & DOODLES (operating, program, frontline staff) situation… • Include some development responsibilities in all job descriptions

• Incorporate learning about development in all trainings

• Help all staff and board develop their own personal impact statement

• Engage staff in brainstorming how they can help

• Highlight successes

• Ensure all leadership (board and staff) understand the value and necessity of fundraising

• Create mission moments for non-frontline employees and volunteers

• Focus messaging on the needs of the community, not the organization FUNDRAISING FOR NON-DEVELOPMENT STAFF Successful philanthropy programs are those where everyone NOTES & DOODLES sees themselves as a fundraiser and understands their role in creating transformative experiences for donors.

Aside from asking for donations, participating in “indirect fundraising” includes: ______

Staff can also influence community support outside of the clinics. Encourage staff to think of themselves as ambassadors who can drive support back to the clinic by: ______

And not by: ______THE FUNDRAISING CYCLE

Identify and Qualify

Steward and Plan Renew

Acknowledge Cultivate

Solicit

NOTES & DOODLES REFLECTION ______Why your organization and not somewhere else? and not somewhere Why your organization ______WHY? and why you work you do the work you do and think about why Take a moment where you do. REFLECTION ______My personal impact statement: ______Earlier, you shared your reason for doing the work you do. your reason for doing Earlier, you shared “why” statement”, it can be helpful to ask yourself To get your “personal impact of what motivates you... repeatedly to get to the root STATEMENT Often, sharing why your work is meaningful to you is a very powerful way to inspire more engaged. others to get PERSONAL PERSONAL IMPACT OPEN FORUM Q&A ABOUT ANYTHING Do you have questions or need clarification about any of the content that we’ve covered today?

Now’s your chance to ask!

Wanna learn more? Check out Emancipet New School for more training opportunities at emancipetnewschool.org.

We love questions!